The 'Share a Coke' campaign aimed to increase Coca-Cola consumption among Australians, particularly targeting the 24-year-old demographic, by featuring popular first names on bottles to spark conversations. This strategy resulted in a 7% rise in young adult consumption, extensive media coverage, and significant growth in social media engagement. Overall, the campaign revitalized the brand's image among teens and achieved remarkable summer sales success in 2011.

1. ‘SHARE A COKE’
CAMPAIGN
POST-ANALYSIS
CASE STUDY

2. CAMPAIGN
Share a Coke
CLIENT
Coca-Cola
AGENCIES
Naked, Ogilvy, Wunderman,
Ikon, Fuel, Urban, Momentum,
One Green Bean

3. BACKGROUND
In summer 2011, Coca-Cola
wanted a big idea for an
increasingly competitive market
and get Australians to sit up
and notice Coke.
A campaign was needed that
would make a big splash and
disrupt and excite Australians. It
also needed to have mass
appeal, while hitting the 24-
year-old bullseye target.
Full case study at: marketingmag.com.au/case-studies

5. OBJECTIVES
The primary campaign
objective was simple: increase
consumption of Coca-Cola over
the summer period. The
secondary objective was to get
people talking about Coke
again.
The campaign needed to make
consumers see Coke in a way
that would encourage them to
actually consume the product,
not just love the brand.
Full case study at: marketingmag.com.au/case-studies

6. STRATEGY
Coca-Cola wanted wanted to
jumpstart real conversations
and remind people of those in
their lives they may have lost
touch with, or have yet to meet.
Australians are known for
calling each other by their first
name, or ‘mate’ for that matter…
and what better way to spark
conversation than by using a
first name.
Full case study at: marketingmag.com.au/case-studies

7. EXECUTION
Coca-Cola printed 150 of the
country’s most popular names
on labels of Coke bottles for the
first time in the brand’s history.
Channels:
• TV (reached 30% of population)
• Outdoor (including digital signage)
• Publicity (seeding kits to key media
and influencers)
• Radio (150 custom name songs)
• Mobile (SMS/MMS)
• Facebook (sharing virtual cans and
feedback)
Full case study at: marketingmag.com.au/case-studies

11. RESULTS
• Young adult consumption up by 7%,
making 2011 the most successful
summer ever,
• 18,300,000+ media impressions,
• traffic on the Coke Facebook site
increased by 870% and the Facebook
page grew 39%,
• 76,000 virtual Coke cans were shared
online and 378,000 custom Coke
cans were printed at Westfield malls
across the country, and
• over the campaign, teens claimed it
gave them a ‘very positive’ impression
of Coke. Scores on ‘always doing new
things’, ‘is a brand I love’ and ‘for
someone like me’ all improved with
the young adult audience.
Full case study at: marketingmag.com.au/case-studies

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